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20CULTUROLOGY
GLOBAL COMMUNICATIONS AND MASS MEDIA: PERFORMATIVITY OF EPISTEMOLOGY
Maryina L.P.
St.Petersburg State University, Sant-Peterburg Theory of journalism and mass communications department Candidate of Sociology, Assistant Professor of the Theory of journalism and mass communications department.
ABSTRACT
Global technologies are changing the forms of communication and the rapid development of the Internet makes significant changes in the modern information and communication environment. The social and cultural dynamics causes the diversity of mass media, the global context of research which is relevant to modern science. One of the directions of realization of the new epistemology in mass media is a usage of a game as a way of perception of the world.
Global processes determine the dynamics of mediaprostranstva, change aksiology of cultura communications. The global communications and mass media are analyzed in the context of performativity.
Keywords: axiology, game theory, global information space, information, media culture. media system, per-formativity, socio-cultural dynamics, socio-cultural communication, epistemology.
Global technologies are changing the forms of communication and the rapid development of the Internet makes significant changes in the modern information and communication environment. We begin to think with new categories. Nowadays the media coined the term "media culture" which is understood as a set of information and communication tools developed by mankind in the process of historical development.
Today epistemology based on a representational paradigm does not match the socio-cultural dynamics. Matrix understanding of reality becomes performa-tivity, which encourages the use of new educational technologies. Actual game theory, the use of digital technologies, mosaicity in presenting information. Active-value methodology provide a dialogue between the student and the teacher. The recognition of the per-formativity of knowledge requires to include in epis-temic reasoning is not only an analysis of knowledge production, but also an analysis of its distribution [4].
Modern socio-cultural communications takes palce in the global information space. Each of us can refer to a media system that provides the required and well processed qualitative and quantitative information. Today very often media structure is represented as the information field which can be difined as the information that permeates all spheres of life. The media in this structure hold the priority position. Activities of media in the formation of the ability to work effectively with information resources is invaluable.
Due to objective reasons, the development of modern human sciences depends largely on communication processes and characterized by close interdisciplinary links. In this context, journalism as an activity which dealing with the information may be examined at the intersection of information and communication sciences (it includes the same material - information and knowledge), as well as cultural, political and sociological disciplines.
The most outstanding representatives of the researchers who feel the trends in the development of the information sector and who suggested a systematic approach to the analysis of the role of information and information technology are the following ones: A. Tou-raine, P. Servan-Schreiber, M. Poniatowski, etc. (France); A. Giddens, P. Golding, G. Murdock, N. Gar-nem (UK); J. Habermas, N. Luhmann, etc. (Germany); M. McLuhan (Canada); M. Castells, G. Schiller, J. Bell, A. Toffler, etc. (USA); D. Masunda (Japan). High-tech information networks operating on a global scale are considered are considered as one of the basic conditions of the information society.
Russian social and humanitarian science disciplines examine cultural process including journalism and as part of the culture, which is broadcasting socially important information. The representative of the Moscow school of journalism L. Svitich summarizes studies on the theory of sociology and communication and identifies the following characteristics of the information society: deepening of processes of information and economic integration of the countries and peoples which leads to the formation of a single global information space; spread of global information networks [9, P. 119]. Scientists of St. Petersburg State University examine the dynamics of the information system and its place journalism. For instance, Korkonosenko S.G. emphasizes the primary role of media product in global communications. The researcher notes that « ...although the information interaction in the society occurs across multiple different channels and direction, nevertheless it inevitably dominates through the media» [2, P. 253]. In this context it is worth to talk about the diversity of mass media, which can generally be considered as an inexhaustible source of study of social reality.
Theoretical and methodological origins of per-formativity have a philosophical, psychological, linguistic, sociological contexts: symbolic interactionism,
game theory, constructivist structuralism, cultural pragmatics. On American television in the mid-twentieth century, the creator of the talk show was Phil Donahue. He is keenly aware of the audience, "warmed up" her curiosity with provocative questions. Today that kind of game genre has become a talk show. Thanks to Phil Donahue talk show genre has become so popular that almost all US TV stations - from large, national values to small provincial - had their own talk show. In the situation of private competition talk show pays less and less attention to social and political issues and becomes increasingly scandalous. Initially, there was such popularity in the US, then in Western Europe, and later -worldwide. In the 80s - 90s of the 20th century the American television talk show reached its peak of popularity. Recall programs such as "Larry King live", "The Oprah Winfrey Show", "Late Show with David Letterman", "Ellen's talk show", "Conan talk show".
Russian researchers emphasize: "TV as a means of mass communication emerged in the second half of the 40-s of the last century, after the Second World War. As emphasized by many media researchers, none of the many achievements of scientific and technological progress was not included so quickly into the life of all mankind, and did not influence as greatly as television. The pace of development of television was even more rapid than that of the radio ... At the beginning of the XXI century TV has become the most popular mass media in the world» [6, P. 90-91]. In this context, it is advisable to study the talk show as a valuable activity-communication, which connects the interpersonal communication and mass communication.
Russian television viewers were introduced to American talk show Donahue in 1986. His name is associated with U.S.-Soviet Space Bridge, which connected live people of America and the Soviet Union. These programs are unique in television journalism. Vladimir Pozner became known to TV viewers as a partner Phil Donahue on U.S.-Soviet Space Bridge. After these transfers, Posner spent tens of various talk shows with the participation of hundreds of people of different professions and age, gender. The most popular talk show is "Posner". Meetings on the First Channel with Vladimir Pozner - a successful copy of the textbook, for example, a Larry King's talk show host Larry King. The first talk show in Russia turned out to be the copy of foreign television shows that have evolved gradually, gained national tone. A successful television program in this genre: "Evening Urgant" on Channel One - the first genuine "Late Night Show" on Russian television. The "Evening Urgant" is media performance which is taken as a basis the real events of recent days that have happened in the country. Host Ivan Urgant tells viewers the news in a humorous manner with his comments, and then discuss them with well-known guests. The conversation is carried on any topic: the main thing that was easy, moderately serious and sincere [7].
Today epistemology based on a representational paradigm, does not meet the contemporary socio-cultural dynamics. Replaced by performative knowledge of reality [8]. In contrast to traditional studies of scien-
tific knowledge as history of ideas or institutional structures of science in modern studies the attention is directed to the study of the actions of scientists producing knowledge and science is seen as a special practice and special culture. Since the 90-ies of the 20th century, we can speak about the so-called performative turn in social cognition, which focuses on the social construction of reality, not its representation. Performativity becomes an urgent research program that unites scholars in the Humanities and social Sciences. A dramaturgical model based on the metaphor of "society as theater" in attempts to find a compromise between the textual and pragmatic constituents of social reality has evolved into a broader approach which treats social activity as a cultural performance. Cognition is not reflects and creates reality. Representation know as a social practice that constructs realities. The informational reality is a constantly moving stream of events, each of which receives its value on the future. Performativity of knowledge encourages the use of new educational technologies in the process of training. For example, the actual game theory, the use of digital technologies, mosaicity in presenting information. This techniques teach students in the faculties of journalism [10].
For constructive performativity methodology of social constructivism, represented by Jeffrey Alexander, which analyzes the social creation of a cultural fact and its impact on the social and moral life. "In our world of postmodern narrative and the story of the fictional events are closely intertwined" [1, p. 47]. The researcher stresses the importance of cultural meanings in the history of mankind. It is the modern journalist constructs a picture of the world creates a new reality, helps to understand the language culture and semiotics [8].
The specificity of modern cultural communication shows all the more clearly that journalism occupies a special place in the system of material, spiritual and artistic communication. In socio-cultural space journalist organizes spiritual communication, forms of political, aesthetic, moral, economic culture, different ways of organizing artistic and creative activities. In this context, understanding of the media space structural concept of M. S. Kagan, in which the researcher explains the nature and dynamics of culture in three modes: ax-iological, activity and object of everyday life [5]. Mass media is part of this dynamic system. In this context for understanding the methods of journalistic activities plays an important role in socio-dramaturgical approach of I. Goffman [3, p. 368]. The metaphor of the theatre, taken from the work of English playwright William Shakespeare, the researcher supplements the game theoretical interpretation of reality and enters into the categorical apparatus of the concept of frames - forms of organization of everyday interaction, communication. Primary frames, for example, weather forecast, reports media.
Excursion work allows both students and teachers acquire qualitatively new social experience and learn about different role-playing knowledge, and develops creative activity. It is worth emphasizing the efficiency of that form of social interaction for international students. It provides an understanding of the uniqueness of
another culture. One of the trends in the training of journalists, which allows you to master the methodology of cross-cultural communication, participation in festivals, media forums, creative meetings with artists. Among which the international theatre festival "Alex-andrinsky", international music festival "Silver lyre", media-forum "Dialogue of cultures". Cultural semantics Saint-Petersburg is an effective means of communication, and immersion in the cultural space of the metropolis is one of the action-value methods of understanding the world, forming the professional culture of a specialist.
Modern society is characterized by a high dynamism of social and cultural changes which occur under the influence of a number of factors. And the most important of them is mass media. Media, on the one hand, link together different cultural worlds, but, on the other hand, in the process of interaction even more differences are being detected. A new interpretation of communication goes beyond the technical aspects and it is considered in the context of human contacts and dialog-icity of communication.
References
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